A record number of people have found fulfillment in new "experience consumption." Why is that?

"Memories over things." This phrase first appeared in 1999. It brought the value of intangible "experiences" into the spotlight and raised awareness of them. Over 20 years later, did you know that the value of "experiences" has transformed through the pandemic, leading to an increase in new forms of experiential consumption?

DENTSU DESIRE DESIGN ( DDD) is a consumer research project team aiming to unravel the modern consumer profile, which has become increasingly elusive to companies, by revisiting consumption consciousness rooted in "desire." In this series, DDD members will introduce their approach to uncovering consumer insights starting from the "desire" underlying needs, along with future developments.

This time, Akane Yamada—who researches consumption desires and related behaviors at DDD, and whose hobby is watching about 10 TV dramas per week across terrestrial broadcasts and paid streaming services—analyzes and introduces the trending "experience consumption" phenomenon.

<Table of Contents>

▼ People Fulfilled by "Experiences" Mark the Highest Values

▼ The Thirst for Experiences Drives Consumption Motivation

▼ Three Hints for Leveraging the "Experience Consumption" Trend in Marketing

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People Fulfilled by "Experiences" Mark Highest Values

DDD defines purchases and experiences that elevate mood or evoke emotion as "emotionally driven consumption." We conducted our 5th "Emotionally Driven Consumption Survey" from May 10-15, 2023, targeting 3,000 men and women aged 20-74 nationwide. (Details here )

This survey revealed that experiential consumption, such as leisure and content, is driving overall consumer spending.

When asked if they had any "heart-moving consumption" in this survey, the percentage of respondents who reported such consumption in categories like "paid experiences/services" (e.g., dining out, leisure) and "paid content" (e.g., movies, video streaming) reached the highest level since the survey began.

This indicates an increase in people whose hearts were moved by "experiences" like dining out and leisure, as well as "content experiences" such as watching movies and streaming videos.

The reasons for this likely include the rising quality of leisure facilities and content, but it may also reflect a shift in how people enjoy these experiences.

For example, with video streaming, simply watching and enjoying is no longer the end of the experience in modern times. More people are engaging in a form of "solo after-party" enjoyment, where they post their thoughts and reflections on the video to social media, or check out comments and analyses posted by others, savoring the experience again after the initial viewing.

This is a noticeable phenomenon compared to a few years ago, evident in the sheer volume of posts tagged with each content title's hashtag.

Taking dramas as an example, the trend of "analysis dramas"—starting with the 2019 Nippon TV series "Your Turn," followed by "True Criminal Flag," and including the July 2023 TBS "Sunday Theater" drama "VIVANT"—is thought to be driving the popularity of paid "catch-up streaming" services.

On September 17, the day of the final episode's broadcast, 216,515 posts were made with the hashtag "#VIVANT" (according to Yahoo! Real-Time Search). From its premiere, it topped X (formerly Twitter)'s global trends, and during the finale, "#VIVANT最終回" (VIVANT Final Episode) also reached number one just 15 minutes after the broadcast began.

After the dramatic finale, posts demanding a sequel flooded in, even pushing the phrase "This needs a sequel" into trends. While many watched live on terrestrial TV, just as many enjoyed it via catch-up streaming, with some hardcore fans even rewatching the entire series from the beginning.

While streaming services are gaining users by offering full-episode access to terrestrial content, the popularity of original content from paid streaming services is also remarkable, as seen with the highly talked-about 2022 Netflix original drama "First Love" ( ). Social media offered glimpses into consumers enjoying this "content experience."

A thirst for experiences drives consumption

When asked in an open-ended question, "What products or services moved you emotionally that you purchased this past month?", "Movies" (2nd place, up 4.3pt from 3rd in the previous survey) ranked 2nd at 12.3%, and "Leisure/Theme Parks" (4th place, up 2.6pt from 6th) ranked 4th at 7.6%. Both represent growth in entertainment outside the home.

Regarding the fourth-ranked "Leisure/Theme Parks," it became clear that even as leisure facilities began implementing significant price increases amid recovering demand for outings post-pandemic, they were still delivering highly satisfying experiences.

According to Teikoku Databank*1, 82 facilities (43% of the total) among 190 major domestic leisure facilities (amusement parks, theme parks, aquariums, zoos) raised "ticket prices" (including admission fees) since 2022.

Of these, 61 facilities (32% of the total) implemented increases this year. It is particularly interesting that many respondents reported being swayed despite facilities either holding off on ticket price hikes, raising parking fees or prices for food and drink services within the park, or planning increases for 2024 and beyond.

※1 Source: Teikoku Databank " 2023 Price Survey of Major Leisure Facilities (Theme Parks)"

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In the open-ended responses, many answers recalled enjoying consumption without elements of "excuses" or "hesitation." Responses reflecting a desire to regain "experiential opportunities" lost during the pandemic were also prominent. For example, responses like the following were cited:

"I've refrained from overseas travel due to COVID and financial reasons, but now I want to visit many countries I've always wanted to see. I hope going to those places will lead to new discoveries and help me discover a new side of myself." (Male, 20s)

Even when looking at consumption of goods rather than experiences, free-response answers suggested that purchases of "clothing" (ranked 3rd) were likely for "eating out" or "enjoying leisure activities" – consumption to enjoy experiences. Similarly, purchases of "home appliances" (ranked 5th) were seen as consumption to create leisure time for enjoying experiences or to save time.

"What I want to buy new is clothing. What I want to pay for this year is travel and photography. I want to capture my best-ever appearance, bringing out my unique beauty and personality to preserve as a memory. I plan to have a photographer friend in Kansai take photos of me. I want to buy outfits for that and arrange the trip." (Female, 40s)

"Next month I'm starting a new job, and right now I'm refreshing my mindset. I'm full of anticipation for this new chapter and want to reward myself for my job-hunting efforts with something like a bag or watch. A watch is a strong contender, symbolizing my sense of accomplishment and confidence in my future performance. I want to wear it daily to keep my aspirations high." (Female, 40s)

Looking for reasons behind the rise in experiential consumption in these free-response answers, we found many responses revealing not just excitement about the purchased item itself, but also a thirst for experiences gained through consumption.

Download the latest "Heart-Moving Consumption Survey" eBook here

3 Hints for Leveraging the "Experience Consumption" Trend in Marketing

Based on this survey's findings, here are three tips on how to leverage this growing "experience consumption" trend in your marketing:

① Create space to expand the "experience fantasy" beyond consumption

Consumption is shifting from the happiness of acquiring things to becoming a better version of oneself.

When purchasing premium brand items, respondents indicated they commit to the purchase with the determination to work harder to become someone worthy of owning it. More people seem to view buying coveted items as an investment in their future selves.

Experiences were once intangible, leaving no visible trace. Now, however, they can be revisited anytime through posts on social media and shared with the world. The idea that "experiences" can become one's own content has taken deeper root. This may be a phase unique to our time, where social media has permeated society and posting has become enjoyable even for those who aren't influencers.

Furthermore, "foreshadowing" and "analysis" are keywords common to popular content today. This is because they provide viewers with the experience of "the joy of analysis" – the pleasure of pondering various possibilities and looking forward to the next installment. Going forward, we can expect even greater attention to be focused on products and services that evoke such "experiences" tied to consumption.

② Stimulating consumers who have become more sensitive to the warmth of direct human interaction post-pandemic

Since the pandemic, I've noticed more instances where people feel a greater sense of appreciation when receiving direct customer service. For example, here's an interesting consumption story from a woman in her 70s.

She had positively embraced the pandemic's stay-at-home requests and willingly refrained from going out. After the pandemic eased, she visited a shoe repair shop for the first time in ages to fix the heel of a pair of shoes. The repairman suggested fixing the toe area too, and when she agreed, the shoes came back looking like new.

She described feeling refreshed, saying her experience awakened a desire to try new things without being constrained by her own preconceptions. Afterward, she no longer hesitated about going out again and looked forward to enjoying meals with friends.

This case suggests that experiencing direct human interaction, warmth, and hospitality—things that tended to become distant during the pandemic—can further stimulate consumer desire. Perhaps what resonates with today's consumers is precisely the connection and hospitality that comes from being real.

③ Personalizing based on individual preferences like personal space and pace

One reason for the growth in experiential consumption is likely the increase in services allowing people to freely enjoy things at their preferred level.

One factor driving this growth is that individuals experienced the pandemic differently and returned to daily life at varying speeds. This created demand for services offering a wide range of choices, allowing each consumer to "enjoy it however they like."

Take Anytime Fitness, a 24-hour gym accessible to members anytime, anywhere in the world. Many users reportedly come straight from home in workout clothes, train alone at their own pace, and leave without changing afterward. This also shows a trend toward supporting services that enable "convenient" use tailored to each individual.

Furthermore, the pandemic's emphasis on avoiding the "three Cs" (closed spaces, crowded places, close-contact settings) has created demand for "safe, personal, private spaces," giving rise to personal training, personal coaching, and various personalized lessons.

The rise of personalized services like "Personal XX" is likely fueled by growing customer demand for tailored experiences. Essentially, services that are "just for me" and offer flexible customization—like adjusting pace or intensity—are increasing. This freedom to enjoy experiences according to personal preference is driving experiential consumption.

Beyond services, people are also gravitating toward products that spark their imagination about what they could become. Rather than appealing to broad trends as before, it's now essential to highlight benefits tailored to each consumer, what possibilities lie ahead, and the appeal of what comes after purchase.

At DDD, we will continue conducting compelling consumption research and monitoring consumer trends!

If you're interested, please feel free to contact us.

【Contact Information】
DENTSU DESIRE DESIGN (Dentsu Inc. Design)
E-Mail: ddd-project@dentsu.co.jp
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【Survey Overview】
Title: The 5th Dentsu Inc. "Heart-Moving Consumption Survey"
Survey Purpose: Analyze consumer consciousness, which is becoming increasingly difficult to visualize due to the ever-changing social environment, from the perspective of consumer desire, and decipher the future of Japan's consumer society.
・Target Area: Nationwide, Japan
・Subject Criteria: Men and women aged 20–74
・Sample Size: Total of 3,000 samples
　　　　　　　(Allocated according to population ratio across 6 age groups [20s-70s] and 2 gender categories)
・Survey Method: Internet survey
・Survey Period: Wednesday, May 10, 2023 - Monday, May 15, 2023
・Survey Sponsor: Dentsu Inc. DENTSU DESIRE DESIGN
Survey Agency: Dentsu Macromill Insight, Inc.

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